PROMOTION OF ITALIAN WINE AND FOOD IN FOREIGN COUNTRIES

SCIENTIFIC AND TECHNICAL WORKSHOP

The Community policy provides an important framework to take advantage of the joint promotion and for the development of a common strategy for products/Brands of Italian Wine and Food.

Tuesday, April 15th, at La Sapienza University we will gather together government agencies, companies, consortia, professionals and associations, in order to understand and discover the opportunities for international promotion that start with the new release of the program for the promotion of Italian wines in the world and take stock of the possible strategies.

If it is true that “the best defense is a good offense”, the opportunities offered by the program are also valuable, even in order to trigger an “active defense” of our productions against imitation and counterfeiting.

Among the speakers who have already confirmed their presence, there are already theGeneral Manager of International Politics and of the European Union of Mipaf, Dr. Felice Assenza, the Director of the Barilla Academy, Dr. Gianluigi Zenti, the President of Masi Agricola, Dr. Sandro Boscaini, the President of the Foundation Qualivita, Dr. Cesare Mazzetti, Mr. Fabio Giuseppe Lucchesi, Expert in Food Law, the General Manager of Castello Banfi, Dr. Henry Viglierchio, the Marketing Manager of the San Daniele Ham Consortium, Dr. Daniela Celledoni.

A technical report on the modalities of access to EU funding provided for the promotion of agri–food products will be presented by Dr. Paolo Annavini, senior partner A&Elle Associates Consulting. To introduce and moderate the works, Professor Alberto Mattiacci, Professor of Company Economics and Management at La Sapienza University, an expert on wine markets and on quality foods and promoter of the meeting.

OBJECTIVES OF THE WORKSHOP

? To deepen the opportunities offered to the Italian agri–food system, in terms of

promotion of Products and Brands in third countries, from the new EU programming:

the support measures of wine CMO and those of the former EEC Regulation no. 501 and n.3;

? The opportunity of developing joint projects among Brands of Wine and Food,

for their promotion in the most promising markets outside the EU.



PROGRAM OF THE WORKSHOP

09:45 a.m. Welcome coffee and registration

10:30 a.m. Introduction

Prof. Alberto Mattiacci, Sapienza CoRiS Department

10:40 a.m. The framework of the system of promotion

Paolo Annavini, A&Elle

10:45 a.m. The EU measures to support the promotion of Wine and Food

Dr. Felice Assenza, CEO of international politics

and of the European Union, the Ministry of Agriculture and Forestry Policies

11:15 a.m. Quality and typical features characteristic of Made in Italy: the opportunities and the obstacles in the North American market

Gianluigi Zenti, Director of the Barilla Academy

11:30 a.m. The synergies offered by the Wine–Food combination

Sandro Boscaini, Vice President of the Wine of Quality Great Brands Institute

11:45 a.m.The enhancement of quality food products of the Designations of Origin and Geographical Indications (PDO and PGI)

Dr. Cesare Mazzetti, Chairman of the Qualivita Foundation

12:00 a.m. The protection of Trademarks as a strategic tool for the promotion of wine and food

products

Mr. Fabio Giuseppe Lucchesi, an expert in food law

12:15 a.m. Case History: Castello Banfi

Dr. Enrico Viglierchio, General Manager

San Daniele Ham Consortium – Dr. Daniela Celledoni, Marketing Manager

1:00 p.m. Q&A

1:30 p.m. Closing remarks

Prof. Alberto Mattiacci, Sapienza CoRiS Department

10:30 a.m. to 1:30 p.m.

Why the Workshop?

European Union of opportunities

Europe is not only constraints, limitations and duties. The policy of the European Union offers, in effect, extraordinary opportunities to Italian food & wine businesses and organizations wishing to attack and oversee international markets: they are the substantial financial resources available to organizations and businesses in support of the Italian campaigns of promotion and information of European agricultural products to be realized on international markets (EC Regulation no. 03/2008), with a review of the legislation that is the current topic in the works of the EU Commission who are designing the new operating environments that can be applied by 1st January 2016 as well as the resources to support the activities of promotion and information on Italian wines on the markets of the non–EU area (EC Regulation no. 1368/2013), as part of the so–called Wine CMO.

Wine CMO, which was introduced in 2009 and promulgated until 2020, is a case of extraordinary success, both in terms of the use of European funds by the country, and of marketing and business results achieved by Italian companies in the world. In the period so far concerned (2009–2014 annuity in which the programs are being implemented) in effect:

– There have been over 800 business plans for international promotion and marketing of the product for a total value of over 700 million € of investments made during the period;

– approximately 1,500 wine companies and 25 Consortia for Protection have initiated programs of International promotion;

the market shares of the Italian production grew by 43% in value going from 3.4 (2009) to 5.0 billion (2013).

The success so far recorded by the wine CMO demonstrates the great vitality of Italian firms, the validity of aggressive choices of European agricultural policy and the ability of the Italian Public Administration to be able to express, when called on good projects, efficiency and competence.

Less efficient – and today unfortunately the most penalized for the Italian system – are the measures and policies of community promotion for other agro–food productions that now are, however, in a process of rewriting by the European Commission.

FREE PARTICIPATION

To participate

send an email to: aelsrl@aelsrl.it

specifying:

name, surname, company and role, and a telephone number.



The workshop has the cultural sponsorship by the Marketing Italian Society, the non–profit association that unites scholars and Italian marketing managers.